The 50 most innovative CMOs in the world in 2017 by Tanya Dua on Nov 28, 2017, 10:46 AM Advertisement
 The job of the chief marketing officer is changing. Marketing executives play a far more active role in the C-suite and the boardroom today than ever before. They wear business hats, chart out ways to use data and technology at scale, and drive actual, measurable business results. With marketers' positions within their organizations becoming more important than ever, Business Insider is celebrating the global marketers rising to the occasion with the second installment of our annual ranking of the 50 most innovative CMOs in the world. Scroll on to see which marketers made the cut. Methodology Our selection criteria are by no means scientific. We relied on our reporting and an advisory council. We also solicited nominations from our readers and included some of their picks. We tried to cast our net wider than most other similar lists, acknowledging leaders and companies from Europe, for instance, whose brands have increasingly been encroaching on the US and beyond in recent years. Our ranking was compiled by Business Insider's advertising reporter Tanya Dua and advertising editor Mike Shields. We also drew on inputs by an advisory council of independent experts: BrandSimple Consulting founder Allen Adamson; Sleuth Brand Consulting founder Shireen Jiwan; Vivaldi Group founder and CEO Erich Joachimsthaler; MediaLink chairman and CEO Michael Kassan, and The Talent Business global CEO Gary Stolkin. CMOs were ranked based on a number of different attributes, including: - The Connectors. Marketing executives who have effectively married art, science, and technology in their campaigns.
- The Rebels. Executives who are taking their marketing efforts in a different direction than their peers.
- The Storytellers. Marketing executives who have mastered the art of storytelling across platforms.
- The Breakouts. Executives at the helm of newer brands who have demonstrated how to disrupt traditional companies.
Other factors we took into consideration included the size of the executive's brand and how much the brand footprint has grown over the past year, the extent of their role and responsibilities, their influence in the marketing and advertising industry beyond their own brand, and whether their marketing efforts have driven their company's performance. 50. Julia Goldin, CMO, Lego  The year 2016 was a big one for the Danish toymaker, whose revenues rose by 6% and hit the highest level in its 85-year history. This past year, in comparison, has been a bit of slump with the "Lego Ninjago" movie opening to a lukewarm response. But the brand still makes it to the list for pioneering change and pushing for inclusivity. This month, Lego released its "Women of NASA" toy set modeled after four famous women from the US space agency who are scientists, engineers, astronauts, and entrepreneurs. It took just a few days for the product to rise to the top of Amazon's list of best-selling toys.
49. Mike Linton, CMO, Farmers Insurance  Farmers Insurance has always had a knack for producing quirky ads that highlight all the bizarre situations that people file insurance claims based on. But this year, the company took things a step further under Linton, finding out-of-the-box ways to insert itself into culturally relevant conversations of its consumers. This includes the brand's first-ever 360-degree virtual experience with the Halloween-themed "Stranger Claims" campaign as well as a broader effort to incorporate middle America in its creative and strategy.
48. Andrew Sherrard, Chief Commercial Officer, T-Mobile  T-Mobile may not be the biggest wireless company in the US, but it feels as if its marketing often sets the agenda in the industry. The company has pushed data-free plans back into the conversation, causing rivals to react. And under Sherrard's guidance, T-Mobile has thrown free Netflix into the mix, likely causing many consumers to turn their heads. And during the recent World Series the company rolled out a campaign promising to donate $2 to victims of the recent hurricanes in Texas, Florida, and Puerto Rico every time they tweeted using the hashtag #HR4HR. No wonder then that Sherrard's title was recently elevated from Chief Marketing Officer to Chief Commercial Officer.
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